Engaging the crowd
The Futurist manifesto as avant-garde advertisement
in Back to the Futurists
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This chapter argues that Filippo Tommaso Marinetti's practice, especially as maker and instigator of manifestos, was remarkably in tune with the latest developments in both advertising practice and theory. Fortunato Depero published one of the masterpieces of Futurist self-promotion, the book Depero Futurista, which contained a highly stylised retort to those who felt Futurism blurred the lines between high and low art to the detriment of the avant-garde project. When comparing the methods of suggestive advertising with Futurist manifestos, a key aspect of Walter Dill Scott's theory is the concept that 'the power of any object to attract our attention depends on the intensity of the sensation aroused'. The chapter concludes that there was a strong correlation between the emerging fields of psychology, advertising, and the Italian avant-garde.

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The avant-garde and its Legacy


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